BtP Proposal

Opportunity Overview

The Challenge: Reignite the American Spirit through a 10-year initiative that fosters a contribution mindset and reconnects citizens to their community. The immediate goal is to establish a Master Channel Strategy that drives ubiquity across four pillars: Always-on Content, Creator Partnerships, Tentpole Activations, and Recruitment.

Our Approach: An integrated "Paid-Earned-Shared-Owned" model designed to mobilize 115M Reachable Americans. This structure ensures scalable execution for major initiatives like Civic Season (20-50 city activations), World Cup presence, and high-volume content production for the UGC Hub.

Full Scope Model

Total Annual Fee
$1.89M
Pod Team Members
4.0 FTE
CoE Support
2.15 FTE
Total Team Capacity
11,470 hours

Phase 1: Strategy & Mobilization (Months 1-2) - $70,000

Includes 2-month dedicated ramp-up with the following resources activated:
Account Director
Assoc. Creative Director
Sr. Social Media Manager
Social Media Manager
Copywriter
Producer/PM
Strategy Director
Designer/Illustrator
Animator
Editor
Assoc. Dir Influencer
Media Strategist
Data Intelligence Dir
Data Strategist

Core Pod Team - 4.0 FTE (Annual Retainer)

Account Director
75%
1,350 hrs
$270,000
Associate Creative Director
50%
900 hrs
$157,500
Sr. Social Media Manager
75%
1,350 hrs
$202,500
Social Media Manager
100%
1,800 hrs
$225,000
Copywriter
50%
900 hrs
$135,000
Producer/PM
50%
900 hrs
$135,000

Center of Excellence Support - 2.15 FTE (Annual Retainer)

Strategy Director
25%
450 hrs
$90,000
Designer/Illustrator
50%
900 hrs
$135,000
Animator
35%
630 hrs
$126,000
Editor
40%
720 hrs
$126,000
Associate Director, Influencer
15%
270 hrs
$49,950
Media Strategist
20%
360 hrs
$70,200
Associate/Director, Data Intelligence
10%
180 hrs
$38,700
Data Strategist
20%
360 hrs
$63,000

Additional Investments & Exclusions

Influencer Spend: Pass-through at net cost. Agency fee 15-20% of spend. (e.g. $50k spend + $7.5k mgmt)
Paid Media Spend: Pass-through at net cost. Agency fee 10-15% of spend. (e.g. $100k spend + $10k mgmt)
Event Production: Scoped per event. Approx $8-12k (single-day) to $15-25k (multi-day).

Services & Deliverables

Strategic Services

  • Included: 2-Month Strategy Development & Playbook ($70k value)
  • Quarterly strategy refreshes
  • Enhanced Civic Season planning
  • Comprehensive partner enablement frameworks
  • Tentpole moment strategic support

Content & Publishing

  • 60-80 posts/month across all platforms
  • 30-40 UGC/partner content reposts
  • 15-20 original social graphics and motion pieces
  • 8-10 video edits (UGC assembly, recaps)
  • Proactive community management

Data & Optimization

  • Monthly comprehensive Chassis reporting
  • Advanced insights
  • Real-time optimization frameworks
  • Weekly testing sprints

Influencer & Paid Media

  • Robust program management
  • Expanded creator networks
  • Sophisticated paid media with geo-targeting
  • Seasonal activation coordination

Full Scope Team Structure

Integrated Model | $1.82M Annual + $70k Strategy
Core Pod Team - 4.0 FTE
Leadership & Account
Creative
50%
Associate Creative Director
900 hrs
50%
Copywriter
900 hrs
Social & Community
Centers of Excellence Support - 2.15 FTE

Strategy CoE

Strategy Director 25%

Creative/Production CoE

Designer 50%
Animator 35%
Editor 40%

Influencer CoE

Assoc. Dir Influencer 15%

Media CoE

Media Strategist 20%

Data CoE

Data Director 10%
Data Strategist 20%